Form of communication to create the image of a local leader in Nakhon Pathom

Abstract

              The objectives of this research were to study the forms of communication to create the image of local leader in Nakorn Pathom and to study the motivation to use forms of communication factors, the forms of communication that used to build the image of the local leaders. The researcher collected data by in-depth interview with 3 mayors and observation without participation in the communication activities  of local leaders for 1 week.

             The results of this research were as follows; the motivation to use forms of communication factors were factor of budget, media efficiency factor, media pros and cons factor, appropriation of information factor, concordance with local environment,  convenience and preparedness of district mayor factor, villagers’ level of education factor, the media of  being a great recognition for local residents factor.

            The forms of the communication can be concluded in 3 forms: interpersonal communication, mass media communication, and official and unofficial conference. The last mentioned was to use the forms of communication to build the image of local leaders. The benefit of this research was to develop the forms of communication of local leaders in Nakhon Pathom to be more efficient and  compliant with the lifestyle of the people in the community.